Abstract:

The purpose of this study is to understand the constituents to power distribution in buyer-seller relations in business to business (B2B) markets with a focus on both party’s tendencies to build and stay in the relationship. This research provides a deeper understanding of power distribution in industrial buyer-seller relationships by combining literature of relationship marketing and power
among channel members. Based on the literature, different variables and their dimensions that lead to power acquisition are identified and a model consisting of power effecting elements is developed. The model deals with the buyer and seller perspectives simultaneously and it will be tested through empirical data from the Turkish retail and dairy markets.